We take pride in our craftsmanship

Craft delivers world-class, scalable production services across the full range of print, digital and video content. We take pride in our workmanship and maintain focus on the smallest details. Our mission is to help leading brands drive efficiency in the delivery of their global content and communications.

Our Network operates in 50+ markets

With more than 800 full-time employees in over 50 markets, Craft is a truly integrated global network and one of the industry’s largest adaptation, translation and production operations. Among the worldwide marketers we work with are Microsoft, L’Oréal, Coca-Cola, and Mastercard.

Our capabilities cross language, media and content boundaries

We specialize in the adaptation of marketing communications that address different cultures, languages, audience segments, and media plans. Our capabilities include integrated production, creative adaptation, translation, and efficiency consulting as well as asset management and delivery.

Our mission is to help world-class brands drive efficiency in three key areas:

The adaptation of marketing communications: addressing different cultures, languages, audience segments and media plans. The production of these adaptations across the full range of print, digital and video content. The seamless delivery of the final product to 50+ markets around the world.

As one of the industry’s largest global adaptation, translation and production networks, Craft’s teams collaborate to create smart, bespoke, networked client solutions for many world-class brands. Its network of more than 800 full-time employees in 120 countries includes a significant presence in low-cost markets and a comprehensive transcreation offering to ensure local market relevance. Craft, which works around the world for major clients such as Microsoft, L’Oréal, Coca-Cola, Mastercard, Nespresso and Aldi, is a unit of McCann Worldgroup, which is part of The Interpublic Group of Companies (NYSE:IPG).

Sectors

Capabilities

Our expertise covers a multitude of disciplines across all media types, from creative development, imaging and broadcast production, delivering to all media channels globally.

Localization & Versioning

Transcreation & Translation

Digital Production

Broadcast & Integrated Production

Full Print & Reproduction Design

Retouching & Colour Grading

3D Design and Motion Graphics

cPlus Cloud based Technology Platform

Translation

With transcreation services in over 200 languages, Craft can extend campaigns globally using the right cultural touchstones in each market.

Transcreation and copywriting

Technical and functional translation

Cross-cultural concept testing

Multilingual DTP & production

Multilingual technology consulting

Subtitling and VO in all languages

Network

Our unique hubs and spoke system of integrated locations enables us to effectively cover every major business center and almost every time zone.

Europe

North America

Latin America

Middle East & Africa

India

Asia and Pacific

Our hub and spoke system of 13 integrated locations which include offshore hubs in Mumbai, Santiago, Budapest and Buenos Aires enables us to effectively employ a follow-the-sun delivery model. Our integrated Global Network of experts is fully connected by our proprietary cPlus cloud-based platform that allows us to share talent and assets to deliver the people, technology and expertise that’s needed on the scale the job requires. Our Global Network of Craft Translation and Transcreation teams covers all major world languages through our resource of more than 2,000 in-market linguists, extending and adapting campaigns to reach to the global market.

Ed Powers

Chief Executive Officer, CRAFT

Ed Powers

Chief Executive Officer, CRAFT

Ed Powers is CEO of Craft, overseeing operations in more than 50+ markets and leading a team of more than 800 staffers. Ed is responsible for managing relationships with global clients that include Coca-Cola, General Mills, L’Oréal and Microsoft. Ed served as Executive Vice President, Operations, for McCann Worldgroup prior to joining Craft. Previous to joining McCann Worldgroup, Ed served as COO at Interpublic Group’s CMG division, which includes Weber Shandwick, Golin Harris, FutureBrand, Jack Morton and other marketing communications firms. Prior to CMG, Ed held leadership roles at Interpublic’s Lowe Worldwide, where he played a key role in restructuring the organization, improving performance, and revamping the finance, corporate communications, human resources and IT disciplines.

Simon Sikorski

Co-Chief Client Officer

Simon Sikorski

Co-Chief Client Officer

Simon is Co-Chief Client Officer, where he oversees all day-to-day management of Craft’s North American clients. Simon has worked at McCann Worldgroup for 6+ years, holding management roles in both North America and Europe. He joined McCann London in 2006 as the EMEA regional lead on the integrated Intel account. Simon ran the ExxonMobil account in Europe and globally and served as Business Director, where he defined and delivered custom production solutions for global clients such as Coca-Cola and Cereal Partners Worldwide.

Cath Mawer

Co-Chief Client Officer

Cath Mawer

Co-Chief Client Officer

Cath serves as Co-Chief Client Officer, with responsibility for day-to-day management of all of Craft’s global business accounts. She joined Craft in January 2013 and brings local and global experience, driving efficiency for clients. Prior to Craft, Cath worked at DDB London as a Global Business Director on the Philips global agency team. She also served on the management team of Gutenberg Networks, a division of DDB, where she managed sales and profitability for regional and global client account teams.

Rob Doswell

Managing Director

Rob Doswell

Managing Director

Robert manages the Asia-Pacific region for Craft, a position he has held since April 2012. He has established Craft offices in Shanghai, Tokyo, Sydney, Melbourne, Kuala Lumpur, Bangkok, Manila and Singapore.

Prior to joining Craft, Robert spent 12 years at Ogilvy & Mather, Asia Pacific, as MD of RedCard, MD of RedWorks and Vice President of RedWorks Asia Pacific, where he managed regional growth strategy.

He works in conjunction with Chetan Sachdev, Craft’s Asia Pacific Operations Director.

Carl Scott

Global Operations Director, Broadcast & Video

Carl Scott

Global Operations Director, Broadcast & Video

As Global Operations Director for Broadcast & Integrated production, Carl is responsible for building, developing and creating world class integrated capabilities across all major regions around the globe.
He is responsible for setting the standards that are essential to create efficient, high quality output across our studio hubs. Carl is proficient in all aspects of integrated production and post-production engagements delivering cost effective solutions that are mandatory in today’s fast growing commoditized production landscape.

Carl has been responsible for managing the production output for key clients such as L’Oreal, Coca-Cola, Microsoft/Xbox Hewlett Packard, MasterCard and Néstle.

Arturo Opaso

Regional Director

Arturo Opaso

Regional Director

Arturo is the Regional Director for Latin America, where Craft maintains two of its four global, low-cost production hubs. Arturo spent 25 years working in broadcast production, including TV commercials, TV programming, documentaries and international production services. He worked for clients such as the BBC, National Geographic, the Discovery Channel and the History Channel. Arturo also has experience as an account executive for both McCann and Ogilvy.

Chetan Sachdev

Regional Director

Chetan Sachdev

Regional Director

Chetan is the Regional Director for Asia Pacific and has 19 years of experience with McCann Worldgroup. He also served as Managing Director for Tag Worldwide India, where he built the India operation from scratch into a full service agency that serviced clients across South Asia, Europe and APAC. Chetan’s robust and scalable execution and delivery platforms have become industry-first models across the Indian advertising industry.

Robert Sprung

Linguistic Operation Director

Robert Sprung

Linguistic Operation Director

Robert oversees all of Craft Translation’s linguistic operations. A veteran of the language business, Robert has managed large-scale, quality-intensive language solutions for TIME magazine, Johnson & Johnson, Tiffany, and a wide range of other leading global brands. Robert co-authored the book of case studies, “Translating Into Success: Cutting-Edge Strategies for Going Multilingual in a Global Age.”

Craig Smith

Chief Technology Officer

Craig Smith

Chief Technology Officer

Craig is the Chief Information Officer for McCann Worldgroup which, in addition to Craft, includes McCann Erickson, MRM//McCann, Momentum Worldwide, McCann Health, UM, Weber Shandwick, FutureBrand, ChaseDesign, and PMK-BNC. Craig is responsible for defining strategy and leading the development and deployment of the most effective and innovative tools across the entire McCann Worldgroup network. Craig has served as CIO of McCann since January 2013. He previously served as CIO for IPG's CMG operating network of agencies and continues to serve in that role. He has also worked in technology leadership roles at Electronic Arts and HSBC.

Alan Banner

Chief Financial Officer

Alan Banner

Chief Financial Officer

Alan serves as head of global financial operations for McCann Worldgroup and CFO of Craft, a position he has held since December 2013. Alan has 20 years of experience in corporate financial governance. He previously served in a series of leadership roles at IPG, including: VP of Financial Operations; Executive Director of Finance; and Director of Corporate Reporting, Budgeting and Executive Compensation. Previous to IPG, he worked in finance at JCDecaux, Bigfoot Interactive and Arthur Andersen.

Marcus Johnston

Managing Director

Marcus Johnston

Managing Director

Marcus is Managing Director for the EMEA region and also our Print discipline lead for all global regions. He has been in the industry for 20 years and specializes in high volume print production by utilizing best in class technologies, streamlined process and offshoring to deliver the most efficient quality product to our clients. Marcus has standardized Craft’s Global Production practices to enable project visibility and a seamless flow of information throughout the Craft network. He has tailored production solutions for Aldi, UPS, Intercontinental Hotel Group (IHG), Peugeot and multiple Healthcare brands.

Toby Luther

Managing Director

Toby Luther

Managing Director

Toby is Managing Director of Craft Health, our specialist division for the Healthcare and Life Sciences sector. Toby has been working in this sector for more than 20 years and has extensive experience of consolidated production and multi-language marketing. Prior to joining Craft, Toby was Head of Client Services at GSG in New York and, prior to that, Business Director for Pharmaceutical clients at Hogarth Worldwide in London.

At Craft, we have assembled the industry’s top professionals across multiple industries, each with a rich and robust background in advertising, adaptation and production. Please feel free to contact us whether you are looking for a new business opportunity, a job opportunity or just to say hello.